Audiobook consumer profile Following in podcasts’ footsteps
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20,000 foot view: The audiobook market is at an important stage of its evolution. Similar to podcasts, the niche format is trying to grow amid heightened competition for consumers’ time and attention, while the looming recession puts subscriptions growth and retention under pressure. However, audiobooks have broad genre appeal and room for growth. Like podcasts, audiobooks also have the opportunity to conquer background listening, and may benefit from the blurring of audio formats.
Key insights
- Audiobook listeners engaged entertainment consumers, with of audiobook listeners also listening to and watching podcast videos
- Over a of high audiobook listeners pay more than two monthly subscriptions video services
- Audiobook listeners older of listen to audiobooks more than any other age but younger listeners spend the time and money
- The line audiobook and podcast formats is catalysed by streaming platforms investing and promoting, both formats
- Audiobooks are to take advantage of attention (i.e., people consuming multiple formats by capturing background listening
- Audiobooks have genre appeal, as all but genre (self-help, have surpassed niche among high audiobook listeners
- High audiobook top genre is action / followed by fantasy, drama, and / detective
- Audiobooks can fandom for other types of – over half of games listen to fantasy and action adventure audiobooks
- Audible is leading audiobook platform, with consumer but YouTube falls closely behind, a long tail of smaller
Companies and brands mentioned in this report: Alex Cooper, Amazon, Amazon Prime Video, Apple, Apple App Store, Apple Books, Apple TV+, Audible, Audiobooks.com, Dolly Parton, Google, Google Play Books, James Patterson, LibriVox, Reddit, Reddit Live, Spiracle, Spotify, TikTok, Twitter, Twitter Spaces, YouTube, YouTube Music